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The Changing Landscape of Customer Relationship Management

Last update on Oct. 13, 2016.

The Changing Landscape of Customer Relationship Management

Technological advancements and changing market dynamics have modified the way businesses operate and compete. The traditional ways of competing on the basis of quality and price are no longer practical. Today, businesses are required to align their offerings around the consumers’ needs and requirements, and this leads to the need for effective utilization of customer data.

For any business that wants to differentiate itself from its competitors, it is important that it offers an extraordinary experience to its customers, and this can only be achieved if the business has an understanding of the customers’ expectations. This is the reason that customer relationship management (CRM) experts are making use of data-driven methodologies in order to offer experiences that drive customer satisfaction and business growth.

A recent report published by Forbes highlights the fact that customer relationship management practices have been completely transformed over the past few years. The availability of big data, predictive analytics, and several other technologies has caused CRM specialists to rethink their practices. The report also highlights the three recent trends in customer information management, which include:

  • Big Data – Today, businesses can make use of multiple channels to collect customer data and build their technologies accordingly. From geographical location of the customer to their online browsing behavior, there are a number of ways businesses can analyze and predict customers’ purchasing patterns.
  • Governance – The availability of huge volumes of data also has increased the need for good governance. Businesses need to ensure the security and confidentiality of customers’ data by defining authorities and responsibilities.
  • Speed – The days when companies relied on quarterly or yearly data have long gone. Today, companies have access to real-time market and customer data. As a result, businesses are under immense pressure to overhaul their data analysis capabilities in order to drive meaningful results from the data available to them.

Using relevant and accurate customer data, businesses can offer customized products or services and drive a high level of customer engagement. On the other hand, companies that fail to use customer information to customize their offerings or the companies that use duplicated, incomplete, and invalid data are likely to fail to differentiate themselves from their competitors, and as a result, may fail to survive and grow.

This article was written using content originally published by Forbes Insights.


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